Watch The Cowboys Read Aloud Some Mean Tweets.

And here's a taste of that new, looser marketing direction Jerry's boys are taking. Earlier today, the team posted this clip, which heavily bites from the hand of Jimmy Kimmel and finds Tony Romo, Dez Bryant, Jason Witten and others — most notably, a beaten-down Brandon Carr — reading mean tweets sent out by the team's fans.

Pete is the founder, editor and president of Central Track. He is the former music editor of the Dallas Observer. His work has been published in The Daily Beast, Deadspin, LA Weekly, Village Voice, Spin Magazine, The Miami Herald and The Toronto Star, among other major publications. The Association of Alternative Newsweeklies has honored his long-form narrative writing and his blogging efforts alike. In 2008, NBCDFW.com named him one of the 25 Most Interesting People in DFW, a fact he remains all too eager to bring up at dinner parties.